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It's not AIF festivals that have been doing well, Folk Festivals like Towersey, and Cambridge Folk Festival have also done well this year. In fact festivals that sold out this year include Beautiful Days, Beat-Herder, BoomTown, 2000Trees, Parklife Weeekender, as well as big events like Sonisphere, the V Festivals, and after a slow start both Reading & Leeds Festivals.
There are other events that also did well, and conversely some festivals did badly, with some high profile festivals struggling this year. However eFestivals records reveal that around 40 events cancelled this year, that's about half of the number that pulled the plug last year. We also think that this year saw the rise of the 'festival tourist', reasonably well off people that are visiting different festivals for the first time this year, and picking the festival they want to attend at the last minute depending upon things like weather reports. These attendees seem less driven by the line-ups and more by what else the festival has to offer alongside the music.
Ben Turner, cofounder of AIF, talking of the festival scene this year, stated, "In what is clearly a troublesome year for the UK in general, it is incredible that so many of the independent festivals have sold out or had record years for ticket sales. I think it shows that people are finding warmth and inspiration from the more creative end of the festival sector. The love being put in by our promoters is being sent back by consumers voting with their feet."
Rob da Bank, Bestival, Camp Bestival and AIF founder added, "Obviously it's been a tricky year for festivals, but there doesn't seem to be a set trend. Some of our AIF festivals have sold out in record time, others haven't sold as well as in previous years. I'm glad that Camp Bestival sold out and that Bestival just sold out over the weekend, for its fifth year running. But as I always say to other promoters around the AIF boardroom table we're only as good as our last year so we never rest on our laurels..."
Sofia Hagberg, Director of sold out End of the Road Festival revealed, "Saleswise, this has been a vintage year for us. The festival capacity has grown slightly, and we still sold out in record time, around two months earlier than last year. It's always hard to say why, but we think there are two main factors. The increase in capacity basically allowed us to book an even better lineup than ever before. Secondly, every year we've noticed that sell-out happens sooner. We're still one of the younger festivals on the circuit and our growing reputation and word of mouth means that new people are still finding out about us each year."
Director of Kendal Calling, Ben Robinson commented, "Kendal Calling increased capacity and sold out in record time this summer. Now in its 6th year Kendal Calling has grown from 900 capacity to 10,000 in that time and has increased numbers, stages and entertainment with each festival.
"The team behind the festival also launched a new series of shows called 'Jodrell Bank Live - The Transmissions'. Selling out of tickets in just three weeks the mini one-day science and music themed festival featured Astronomical talks and activities as well as shows from The Flaming Lips, British Sea Power and OKGO. It's been a superb summer for us and tickets for our events are becoming ever more desirable."
James Barton, from Creamfields agreed adding, "This is the fastest selling Creamfields to date and the 3rd consecutive year we've sold out. Demand for tickets was such that we increased the capacity by an extra 10,000 taking it to 50,000 people and this has still been our fastest selling Creamfields to date. Over the last 14 years we have consistently invested into all areas of the show, from line up to production and security - all of these factors are important to maintain and improve on. If there's one thing we've learnt over the years, it is to never become complacent."
Barton has a point, some experts believe that with the austerity cuts still to really bite into people's pockets the festival scene could implode next year. It would seem that for many survival will depend on how festivals deliver facilities for their customers, and how they treat them. It's possible that many faddish events could struggle, particularly if they are not strategically priced.
Conceived by festival promoter Rob da Bank and Graphite Media's Ben Turner, the association's founder members include Bestival, Cornbury Festival, Creamfields, Evolution Festival, Field Day/Underage, Secret Garden Party, Summer Sundae Weekender and WOMAD, and includes 31 members which AIF enables the promoters of some of the UK & Ireland's festivals to speak with one voice when addressing the wider music business and government.
The AIF was set up to establish best practice for festivals in a variety of areas such as security, the environment, providing a knowledge base for festival promoters, as well as creating collective purchasing and marketing opportunities for its members.
The AIF has also put together an entry membership scheme catering to budding festivals under 10, 000 cap designed to support early stage promoters. Claire O'Neill, General Manager of AIF said, "Organising a festival is a massive and risky endeavour. We don't encourage anyone to embark on this path... however, many out there will choose to get started on this rocky road each year. The new entry level membership is a way for new, young festivals to gain information via an experienced support network whilst organising their event. Of course the success of a festival is dependent upon the festival's own uniqueness and internal organisation. What AIF can do is open the door to a host of good contacts, initiatives and an experienced team to give advice and help to avoid some of the fundamental mistakes that can be made in early years.
"People will continue to want to organise festivals, driven by their passion for music, some form of entertainment or message. We're faced with an oversaturated market but at least it can't be called stagnant. Whilst we don't encourage people to start new festivals, what we do aim to encourage is best practice, innovation, diversity and creativity."
For enquiries on how to register as a member of AIF, please contact Emmy Buckingham at [email protected].